Saturday, April 04, 2015

LPG Subsidy - Marketing lesson executed by Modern Politicians

Long long ago, Indian families & restaurants used wood, charcoal and other forms (like kerosene) of fuel to cook the food. Slowly, natural gas organizations made government to force alternate form of energy on people for their day to day need. Adoption was slow and steady and it took more than 2 decades to convert 80% of families to use LPG as their primary fuel.

At first LPG cylinder price was after government subsidy. Slowly, they brought two different type of cylinders - one for home use and another one commercial. Price of home use LPG was still having full subsidized price & commercial one is not much subsidized.

Recent years politicians played a smart psychological game in which they said you pay the full price without subsidy upfront & government will deposit the subsidy amount to your bank account. Two main groups that got benefited in this a) oil/natural gas organizations b) banks. The mental preparation of end consumer happened over past couple of years by paying the full amount up front & get their subsidy in their bank account. Another announcement came as a big blow stating subsidy will apply only for first 9 LPG cylinders in a year & in case families uses more they need to pay full amount. After much debate they increased it to 12 cylinders per year.

This helped the next government to play their advanced game - name it with any one of this - Brighter India, Wealthier India. As already the subsidy got separated in the minds of poor consumers, now politician says, 'give up subsidy'. Prime minister calling out certain working sectors (bank workers, IT workers) to give up the subsidy and pay the full price for wealthier nation. Soon we can expect an announcement that may say, there will not be any subsidy to any one from so-and-so date. If it happens, there will not be any surprise about it!!

Thinking about the way how LPG become part of Indian families, and now what issues it creates in their monthly economy, this is how organizations captures the market
1) First find a reason to make something as inevitable part of everyone's life by giving it very low price for some time,
2) once brand started picking up slowly add some small amount of cost,
3) next try to reduce the supply or increase the price
4) finally keep the price you want people will surely buy it

Friday, April 04, 2014

ஞானி.. முக்தி ..

எப்பொழுது உனது நிர்வாணம் உனக்கு கிளர்ச்சியை ஏற்படுத்தவில்லையோ
அப்பொழுது நீ ஞானி ஆவாய்
எப்பொழுது அடுத்தவர் நிர்வாணம் உனக்கு கிளர்ச்சியை ஏற்படுத்தவில்லையோ

அப்பொழுது நீ முக்தி அடைவாய்

Saturday, February 22, 2014

தூக்கத்தின் மீது என் காதல்..

நான் தூக்கம் இன்றி கழித்த இரவுகள் எத்தனையோ.. அப்போதெல்லாம்
ஏன் என்று கேட்போர் யாரும் இல்லை..
எப்படி என்று தெரியவில்லை.. 
இன்று சற்று அயர்ந்து தூங்கிவிட்டேன்.. 
இவ்வளவு நாள் இல்லாமல் இன்று மட்டும் என்ன.. 
என் தூக்கத்தை பார்க்க இத்தனை பேரா?
சுற்றி பேசுவோரின் பேச்சுகளும்.. சிணுங்கள்களும்கூட 
எனக்கு தாலட்டாய் மாறி இன்னும் நன்றாய் தூங்க செய்கிறதே!
ஆஹா.. இப்படி ஒரு தூக்கத்திற்குத்தான் வருடக்கணக்கில் நான் ஏங்கி இருந்தேன்...
காலை கடனுக்கும்கூட கைத்தாங்கி கழிப்பிடம் அழைத்து செல்வோர் எவரும் இல்லை..
கட்டிலிலே நான் கழித்த வேதனையை கேள் அது சொல்லும்..
இன்றோ என்னைத் செல்ல கூட்டிச்செல்ல எத்தனைப் போட்டி..
இந்த வாய்ப்பை நான் விடப்போவதில்லை..
எவ்வளவு நேரம் முடியுமோ உறங்கிக்கொண்டே இருப்பேன்..

Sunday, December 01, 2013

Techniques to Deal with Desires & Wishes

Desires or wishes are nothing but our thoughts that are formed to get worldly items (it can be knowledge, wealth, pleasure, relationship, etc) that we like to acquire one or the other day. To deal with desires, we are using different techniques. Each one has its pros & cons.

Technique of Indulgence - This technique tells "If you have a desire, Go get it." In that way, you can make sure it will be achievable in your life. Though we get the desire fulfilled immediately but it cannot ensure it is removed fully.

Technique of Suppression - This technique tells "Whenever a desire comes to your mind, you tell yourself that it is wrong to have the thought". Though this helps for short period of time, but it leads to depression. Also, this is the technique used if indulgence is not possible any more or desire cannot be fulfilled by any means.

Technique of Distraction - This technique tells "whenever a desire comes to your mind, distract it with some activity that occupies it". Again here it helps for a short time. Many people goes to movie just to practice this technique - forget the worries for couple of hours & comes to old status once they come out of movie theatre.

Technique of Sublimation -  This technique tells "whenever a desire comes to your mind, convert it or transform it to a higher level of need instead of indulgence or suppression".

Sublimation is a mature type of defense mechanism where socially unacceptable impulses or idealizations are consciously transformed into socially acceptable actions or behavior, possibly resulting in a long-term conversion of the initial impulse. - Sigmund Freud

Sublimation is when displacement "serves a higher cultural or socially useful purpose, as in the creation of art or inventions" - Wade and Tavris

Though we are practicing all the above techniques, Sublimation technique is the best as it is transformational in nature with long-term effect.